Hello, my name is Oscar Sardiñas. I’m a Cuban American copywriter from Miami, FLA. I create ads, write scripts, and help brands find their true voice. The best ideas often come from where you least expect them, so I keep an open mind and soak life up like a sponge. Whether strategizing direct response campaigns, developing branding concepts, or helping sales teams craft emails that bring home the bacon (see headline), the most effective creative is relatable and grounded in shared experience. Nothing grabs attention quite like the right words, put together.
Aubi & Ramsa is alcohol-infused ice cream. It's your inner child and Don Draper in a stare-down—past, present, and future colliding in one sensational bite. This page features kitschy headlines for the Miami-based brand. Each flavor and drink has its own history and place in pop culture, so combining the two is a match made in Old Hollywood heaven.
The elegance associated with having drinks in the past is long forgotten. Today's happy hour and college kegger drinking culture have sucked out the art and refinement in knocking a few back.
Since present celebrities are too vegan and calorie-conscious to cut it for this campaign, I used my Ouija board and summoned Audrey Hepburn, Frank Sinatra, and Dean Martin, amongst others, to deliver our message instead.
This concept is obviously mega-surrealist and should never be tried at any nightclub or anywhere else unless the ice cream truck is inflatable, in which case it would be fantastic!
Scotland and Ireland may have invented (and perfected) whiskey, but the Japanese have elevated this craft— and many others—to new heights.
Challenge:
Create text-only ads
It may sound counterintuitive, but I love working with limitations. They clarify the objective and approach. Staring at a plain white screen can open the creative floodgates. The following is a set of ads expressing Suntory Whiskey's premium quality and unique geography in one sentence I created for an assignment at Miami Ad School.
I never set out to be in this field. I was working at Pepi's in 2010, and I happened to wield a cell phone, manage apps, put a few words together, and take candid, natural-looking portraits without weirding out customers, so I carved out a new role at the shop.
That job was as a sales assistant at the exquisite Coral Gables-based clothing store Pepi Bertini. Writing this gets me a little choked up because it was here that someone first took a chance on me and let me roam free creatively. I cut my teeth here and developed my skills as a content creator long before that was even a career option.
It was here that I created my first official email newsletters, print ads, billboards, photoshoots, and social media campaigns. Pepi Bertini was my first client and mentor and, to this day, is like family to me.
His storefront is a revolving door of outlandish characters. To give you a feel for this place's classic vibe and timeless elegance, here's a set of portraits I took and turned into social media posts.
Mastercard, orgulloso patrocinador de la Copa Libertadores, fue la plataforma para mi primera publicación en las redes sociales. Fue un momento emocionante, perfectamente sincronizado para el choque final, ¡otro clásico entre los dos rivales más grandes de Argentina y quizás del mundo, Boca Juniors y River Plate! Como fanático del fútbol, este fue un sueño hecho realidad gracias a McCann-Erickson y un recuerdo muy preciado.
A la vez, administré las redes sociales de un gigante en el mundo de la energía solar, Trina Solar. No se puede subestimar la importancia de estar bien organizado y, afortunadamente, aprendí bastantes tácticas en McCann que me ayudaron a agilizar mi creación diaria de contenido en las redes sociales mientras trabajaba en esta cuenta.
Estoy realmente agradecido por todo lo que aprendí en McCann. Aplico estas técnicas y estrategias en todos mis proyectos hasta el día de hoy. La experiencia en Trina Solar me enseñó la importancia de la planificación y la eficiencia en el trabajo diario. Estos aprendizajes han sido fundamentales para mi desarrollo profesional y la calidad de mis proyectos.
SPANISH SOCIAL MEDIA CONTENT
Mastercard, proud sponsor of the Copa Libertadores soccer tournament, was the platform for my first Spanish social media post. Imagine the thrill perfectly synchronized with that final clash. Another classic between the two biggest rivals in Argentina and possibly the world, Boca Juniors and River Plate! As a football fan, this was a dream made reality thanks to McCann-Erickson and a very precious memory.
At the same time as La Copa, I also managed the social networks of a solar energy giant, Trina Solar. You can’t underestimate the importance of being well organized, and fortunately, I learned a lot of organizational skills and communications tactics at McCann that helped me streamline my daily content creation while working on this account.
The skills I gained at McCann have proven vital to my career, allowing me to excel at writing copy and managing social media for major players like Trina Solar and Mastercard. By incorporating these tactics into my daily routine, I have been able to consistently produce high-quality content that resonates with our audience and drives engagement.
Jaialai is a rock band based in Miami, FL. Though this is a personal project, it has achieved a degree of acclaim. Considering the variety of content we have created and the valuable skills acquired since we formed and continue to use daily, this project is worth mentioning. Aside from writing songs, I have served as project manager, art director, social media manager, PR, and de facto booking agent.
Whether organizing the band and a photography crew (herding cats) to arrive on location in the Everglades at the crack of dawn for a shoot or conceptualizing a concert where Jaialai, the band, plays at a Jai-Alai Casino and gets Jai-Alai the beer to sponsor the event, our concepts are thought out so that the audience has layers to peel back on even the simplest execution.
